Propuesta de estrategias de branding para el posicionamiento de marca para el club deportivo Santa Rita de Vinces, Los Ríos.

Abstract

The Santa Rita de Vinces Sports Club is a soccer team made up of young players dedicated to professional training in the sports field. The main problem of this project is to implement positioning strategies, since it is not well recognized at the national level because it is located in the Vinces canton and likewise recruits other young people to acquire this sport as an entertainment and that from there it begins your professional work. On the other hand, the lack of budget influences the club to be recognized at a national level and the sponsors, who are those who sponsor and collaborate in the development of a project. This is why two types of investigative tools are carried out: surveys and interviews where the surveys are carried out on natural persons with a total of 376 respondents and on the other hand the interviews go specifically to expert professionals in the sports field. In addition, a situational analysis was carried out to the sports club to know the factors that influence positively and negatively, thus knowing each of the functions that the company has as such. According to the results of the investigation, it can be indicated that strategies are established for a good improvement of the team, where a marketing plan focused basically on each of the communication tools is established. Finally, a financial plan is established detailing income, expenses, where estimates are made based on values of second division clubs. This is why it results in marketing (expenses) which obtained a 22% return on investment, that is, for every $1 invested, an income of 0.22 is generated.